Campaign goals vary for each organization or a company – which means you have to discover the purpose of that campaign.

For example, you have an upcoming event for your customers or probably you have a new product from your brand.

These two campaigns have different goals – meaning you have to understand your purpose and then put things in place to achieve the objectives of the campaign.

Setting out knowing what you want to achieve will put you on the path to success. This basically helps you make a tentative budgets or projections for your spend (that’s if need be) especially if you need to try your hands on paid ads.

SMART is an acronym which is essential when setting any digital marketing campaign objectives:
• Specific – Your goals should be clearly defined
• Measurable – your goals should be measurable so you know when you’ve reached them. And you should define the metrics you will use to measure them
• Achievable – you should be able to actually achieve your goals, don’t set unattainable hopes
• Relevant – your marketing goals should be relevant to your overall business goals and to your sales and marketing plan
• Time-sensitive – your goals should be able to be achieved within a reasonable time period.

When you create campaigns that cannot be realized, you end up wasting your time, effort and funds to achieve an impossible task.

Therefore you will keep going round circles trying to achieve the impossible.

Hence, mapping out your goal will give you the foresight to what you want to achieve at the end of it all.

Decide on the campaign concept

The most difficult part of the job is creating your goals, once your goals are set, it’s then easy for you to decide on the campaign concept. Once realistic goals have been set, deciding on and refining the digital marketing campaign concept becomes much easier.

This step requires you to decide on a number of key factors which will make up your campaign. For example, what offer and price point you are going to promote?

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When offering discounts, try offering an add-on instead of a percentage discount. Research shows that people prefer getting something extra to getting something cheaper.

Even though “Buy one get one free” or “30% off a bundle of items?” seem like the same thing to you, to most people, the former is a better option. Which means your campaign should be able to trigger some form of reaction from your target audience.

Make sure you do some research and see what your competitors are doing. Make sure your offer is unique, but also priced competitively.

Define your target audience

This step should be relatively easy if steps 1 and 2 have gone according to plan. Data like that found within the ‘user demographics’ segment in your Google Analytic account can help define the demographics of customers who already engage with your website.

You can also look to your booking engine data and, if you have them, your guest personas.

How old are they? Where do they come from? Why are they staying with you?

However, you may want to reach a new audience with this offer, so do some research online to see how you can engage with your target audience – ask similar questions to the ones above to help get started. Try and narrow your targeting as much as possible.

This will make your message more focused and will result in a better performing digital marketing campaign. You’re not trying to talk to everyone– you’re trying to talk to the right people.

If you find you have more than 1 target audience, that’s okay. However, it’s more than likely that you’ll need to tailor your message differently for each audience.

Choose your timing

Depending on your offer and your target audience, the timing of your campaigns can make all the difference.

For example, if you have a very price conscious demographic, you may want to wait until the end or start of the calendar month to coincide with people being paid.

Also, you need to make sure your campaign time frame is realistic. If you launch a last-minute campaign for dates in the very near future, this is less likely to scale volume as your audience has less notice and it will appeal to a much smaller audience.

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Do some research into the average lead time for the demographic you are targeting?

If your campaign is very time sensitive and is only available for 48 hours, for example, it’s always a great idea to send teaser messages out on your platforms so your users know something is coming.

There is no universal rule book to the best time and day of the week to launch a campaign. However, a lot of research shows that Mondays are the best days of the week to launch a campaign on.

Decide on your message

So you know what you want to sell, who you want to sell to and when you want to sell it. Next you need to decide on how you are going to sell it.

Your offer needs to communicate this point immediately and clearly. The USP of your offer is what grabs the attention of a potential customer or audience, and you have approximately 5 seconds to convince them.

Your headline and value proposition must grab the user’s attention in less than 5 seconds – your benefits are what will make them decide to engage further.

This is why it is essential that this information is bullet-pointed or numbered, as any paragraphs on your landing page will reduce focus and push up your bounce rate.

Determine your budget

Agreeing on your marketing budget is a fundamental aspect of your campaign set up. Once your budget has been confirmed, you can identify the potential platforms where this budget can be spent, as well as determining the scale of the campaign.

If you have set yourself a target to sell #20,000 worth of vouchers, you need to be willing to invest to get this level of business.

A general rule of thumb is to invest between 5%-10% of potential revenue, but there are a lot of factors that can influence this. You also need to think of your contingency plan.

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If the campaign performs over and above your goals, do you have surplus money to invest to keep the momentum going?

This, therefore, becomes one of your key metrics when optimizing and analyzing the digital marketing campaign performance. Your marketing budget should have no limits, as long as CPA% is being met.

Essentially, if your campaign is successful, you’re making more profit that you would be elsewhere – why turn off the tap if the money’s flowing?

Marketing platforms

This is where the campaign starts to get exciting and creativity can set in. Using your allocated budget and keeping in mind both your target audience and offer, you need to decide which platforms you are going to use to promote your campaign.

Digital platforms that can be used:

Paid social media

Facebook – Facebook has proven to be one of the most successful social media platforms when it comes to promoting a campaign or offer to a specific audience.

Highly relevant and targeted audiences allow campaigns to be tailored to a specific audience set.

Some features we would recommend using within the Facebook Advertising platform include Facebook remarketing and Custom Audiences.

Instagram– Since Instagram launched its advertising platform in September 2015, we have seen and heard nothing but great things.

Luckily, you can control your Instagram campaigns via your Facebook advertising account. Remember Instagram is a visual platform so your campaign will need to be promoted visually.

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Twitter- Advertising on the Twitter platform allows you to increase brand awareness.

However, if your campaign is unique and there is something really special to shout about, then twitter is your platform for growing your reach and awareness.

Paid search & Display: Google

Google AdWords – For most companies, Google ad campaigns are already being used to drive both brand and generic traffic to your site.

When you are running a specific promotion, you should utilize your existing search and display presence on Google to draw attention to your campaign.

Some AdWords features you can use to help promote your campaign:

Highlight your promotion within your Google search network adverts

Use advert sitelinks to deep link searches directly into the your offer page

Use Google Remarketing on the Display network to promote your offer.

Image adverts work best for this, so like Instagram, your offer needs to be presented using strong imagery.

Email marketing should be included in your digital marketing campaign

Email marketing should be considered an integral part of any digital campaign, as it allows you to engage directly with your email database. Depending on the quality of your database, this channel can drive considerable revenue.

Simplicity is key when it comes to the design and your message of your email. When you’re running a promotion or campaign, we would recommend communicating with your audience before and during your campaign.

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To get you started:

Teaser campaigns can work really well at getting your email audience engaged and alerted. Send an email 48 hours before your campaign starts to let them know that something special is on its way to their inboxes.

Offer exclusive access to the campaign before general release.

You’re website

Your website is the most important channel of all. After all, your marketing campaigns across your digital platforms direct traffic into your website.

Some things to consider:

You’re homepage

If a user lands on your home page, how do they know that you are running a promotion?

Therefore, using features on your website such as floating banners can help to highlight your promotion to all your websites visitors.

Some more creative methods include using a countdown clock as an overlay on your website, alerting your users to the time left to purchase your offer.

Marketing landing pages

When you drive traffic to your site from targeted campaigns, you should be landing them on a page specific to your promotion.

The best solution for this is to use a marketing landing page, where all the content, images and offers on that page are directly relevant to your campaign.

Landing pages are a hugely effective tools to truly get the most out of your digital marketing campaign. Landing pages are created with a single objective— to increase conversions by engaging with the user once they land on your site.

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Also, the message across all your platforms must match the message on the landing page you are directing the traffic into.

People who land on your landing page look for a continuous message from the original touch point, i.e. the link in the Facebook advert or email they followed.

Are you using the same image in both? Make sure your titles, wording and images all match up. If they don’t, you could confuse potential customers and lose their interest.

Get creative with design

By this stage, you have decided on all the important elements of your campaign. To get the best results from your designs, you should never start designing until all tasks have been agreed.

Make a note of all the platforms you need design work for and ensure your message will work on each platform.

However, it’s important that your key message and your ‘hero shot’ remain the same across all platforms to keep consistency and message match.

Imagery is the most important factor here. Having a strong image which clearly represents your offer.

At the same time, it needs to gain interest and encourage users to click.

Best practice is to design for mobile and then work up to tablet and desktop. Some paid social platforms are predominantly mobile, such as Facebook – they get 98% of their revenue through mobile devices.

Daniel Obaike is an Entrepreneur who likes to help organizations 'WIN'. He is very passionate about assisting Organizations in Africa and other emerging economies boost revenue, achieve sustainable growth and enhance competition by utilizing Online Marketing.

About
Daniel Obaike

Daniel Obaike is an Entrepreneur who likes to help organizations 'WIN'. He is very passionate about assisting Organizations in Africa and other emerging economies boost revenue, achieve sustainable growth and enhance competition by utilizing Online Marketing.

Comments

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